Adage reports that the ABC/Nielsen research has concluded that adding multiple sponsors per ad break had "a minimal effect" on recall and did not affect purchase consideration or ad attentiveness. ABC said the data show that doubling the number of ads within a show from four to eight "did not affect the viewers' overall experience with the ABC.com player."

Online programs have also generally had one ad per break, in part to keep viewers from clicking away, and in part to lure marketers to try what was once a new concept.As a bonus, the networks disable the fast-forward button, so ads can't be skipped, and since ad recall is higher, they've been able to charge higher cost-per-thousand rates than TV. But because there are many fewer ads, online revenue per viewer for the networks is still far below that on TV.

This seems like really stretching online video experience for the sake of ads and will force users to try more illegal options lets see if it works out for ABC